The initial ten weeks of the programme are organised into two tracks. When applying to this programme you also must select which track you want to follow. You have a choice between a more management oriented perspective and a perspective that puts an emphasis on consumer and cultural aspects. In addition, you will be able to choose courses that will give you the type of specialisation that you prefer within the broader area of international marketing and brand management.
Autumn semester (September - October)
Strategies for Brands and International Markets (track 1)
International Marketing and Strategy (7,5 ECTS)
Course code: BUSN20 | Download curriculum
Strategic Brand Management (7,5 ECTS)
Course code: BUSN21 | Download curriculum
International Consumer Trends, Brands and Innovation (track 2)
Consumer Culture Theory and Consumption Insights (7,5 ECTS)
Course code: BUSN30 | Download curriculum
From Consumer Insight to Innovation (7,5 ECTS)
Course code: BUSN31 | Download curriculum
Autumn semester (November - January)
Research Strategy (7,5 ECTS)
This is a course that aims to advance students’ philosophical, critical, and analytical understanding of fundamental concepts academic research leans upon, and ultimately be able to master this conceptual understanding in order to initiate their own research strategy and knowledge generation.
Among the most important concepts are the following included:
- Theoretical Contribution
Course code: BUSN37 | Download curriculum
All students choose one of the following two elective courses:
Retailing, Multi-channel Marketing and Internationalisation (7,5 ECTS)
Course code: BUSNxx
Online Marketing, Brands and Consumers (7,5 ECTS)
The main aim of the course is to provide students with an understanding of how the development of internet technology over the last decade has fundamentally changed consumer behavior and what these changes mean for brands and marketers.
A more general aim is to de-mystify the phenomenon of internet marketing/branding by providing concrete examples of how brands are successfully adapting to the new global marketing landscape. The course will bridge new media and traditional principles of marketing and branding. Models will be introduced to provide students with a framework that they can use to incorporate online tactics into their marketing strategies.
Course code: BUSN38 | Download curriculum
Spring semester (January - March)
All students choose one of the following method courses:
Qualitative Research Methods (5 ECTS)
Within marketing and management there is a long tradition of conducting qualitative fieldwork/research. The choice of research method should be based on careful consideration of the aim of the research project, the nature of the unit of analysis and empirical object, the epistemological basis of different methods, the type of empirical data available and accessible, and the desired outcomes of the project. Researchers thus face an array of methodological decisions, the answer to which will greatly impact the both the practical feasibility of the study and the validity, reliability, and generalizability of the findings.
Questions related to qualitative research methods are therefore of pivotal importance not only for students and researchers but also to management and marketing practitioners. This relates to (i) the ability to conduct scholarly research and business/market research in an informed and robust way and (ii) the ability to assess and critically review others’ research, be it scientific studies or market research.
Against this backdrop, the aim of the course is to enhance the students’ knowledge and understanding of the most commonly used methods for collecting and analyzing qualitative data within marketing and management. Moreover, the ambition is to offer examples of how different types of data can be used for different kinds of analyses. More specifically, the course aims to offer the students the possibility to develop:
- A broad methodological repertoire and the ability to assess the appropriateness of different methods
- The ability to argue for and defend methodological choices
- A reflexive and nuanced approach to knowledge claims
Course code: BUSR31 | Download curriculum
Modern Quantitative Marketing Research Methods (5 ECTS)
This course aims at providing the necessary statistical skills needed for a position as project manager of a marketing research study. The course focuses on the application of statistical methods and the interpretation of the results, not on the detailed statistical constructs. The course covers sampling techniques, questionnaire design and attitude measuring, design of experiments and variance analysis, regression and correlation analysis, factor analysis, cluster analysis, multidimensional scaling, correspondence analysis and conjoint analysis within the marketing research framework.
Course code: STAR03
Electives: 10 credits in total (often 2 courses of 5 credits each in parallel).
Corporate Brand Management and Reputation (5 ECTS)
In order to study and understand the corporate brand management and reputation processes the following areas are covered:
- The history of corporate branding and the key roles of modern branding (brands,logotypes and symbols) and the distinction between product brands and corporate brands
- Corporate brand identity and alignment of its key elements
- Corporate behaviour, corporate social responsibility and internal branding
- The core of a corporate brand: Promise and core values
- Corporate branding in different contexts: B2C, B2B, Service & Retailing, Public sector, Not-for-profits, Institutions, and Cities, regions and countries
- Corporate brand strategy and structure: Roles and relations between brands (Mother brand, Mother and Daughter, Daughter and Mother, Daughter with Discrete Mother)
- Corporate brand communication and reputation management
- Corporate brand crisis management
- Brand-oriented and market-oriented approaches
Course code: BUSN35 | Download curriculum
Market Intelligence (5 ECTS)
As a general observation one can claim that companies experience a more complex and more competitive situation in the market place. The reasons for this are many, e.g. increasing globalization, technology shifts, shorten cycle of product innovation, etc. As a consequence, the need for high quality market intelligence is increasing. At the same time the challenges market intelligence professionals face are many. This course will provide the student with theoretical knowledge of, as well as practical (hands on) experience in market intelligence work.
Topics that will be covered are: intelligence methodology for scanning and retrieving market intelligence, analytic tools, trend analysis, scenario methods, psychological aspects of intelligence operations, design and management of market intelligence operations and issues related to knowledge transfer within an organization as well as organizational learning.
Throughout the course the student will be involved in a clinical market intelligence project for a company.
Course code: BUSN24 | Download curriculum
Sustainability and Marketing Ethics (5 ECTS)
Course code: BUSNxx
Understanding Consumption (5 ECTS)
In contemporary society consumption is regarded to be of great importance. From an economic point of view consumption is often considered as a key factor for prosperity where statistical patterns of peoples’ consumption often is used as an indicator of economic growth or decline. From a business- and marketing perspective consumption has for several years been considered a prerequisite for company operations and success. This has generated a profound need among marketers to not only understand consumption as a phenomenon but also to understand the behavior and practices of consumers.
This course aims at providing students with a holistic yet deep theoretical understanding of consumption, consumers, and contemporary consumer society. It contains not only the dominant perspective of consumer behavior, but also sociocultural, critical, and political perspectives that provide valuable theoretical insights of various forms of consumption practices, consumption phenomenon, and the role of consumption in contemporary society. The different perspectives and their underlying assumptions and theoretical background are brought up, interrogated, compared and linked to each other in order to support the course’s aim.
Typical questions that will be dealt with during the course are:
- How and why do people buy and consume things?
- How do rationality, emotionality, and experience structure peoples’ consumption?
- Why and how does consumption relate to identity and sociality?
- How do status, recognition and social class connect to peoples’ consumption practices?
- How may consumption become production?
- What is the relationship between consumption and politics?
- In what way has consumer society developed historically and what are the main characteristics of contemporary consumption society?
Course code: BUSN26 | Download curriculum
Spring semester (April - June)
Degree Project in Global Marketing (15 ECTS)
The students work independently, in smaller groups with designing and conducting their own study and on presenting their study in the form of a final written master thesis. This includes to search for and to select relevant literature on the appropriate theoretical area as well as on research methodology, and to collect relevant empirical data through field studies and documentary research. The students are also expected to read and discuss the work of other students that attend the same course.
Course code: BUSN39